Measuring communication ROI

Mark Weiner, President, Delahaye

"Return-on-Investment" is one of the most widely used and least understood phrases in communication. In the current environment, where everything is measured in pursuit of a positive business outcome, most public relations and communication programs are not approached and evaluated from this important perspective. In this plenary session, Mark Weiner will discuss the status of communication's pursuit of ROI, why it is where it is and what can be done about it. 

Putting principles into practice: Lessons in increasing ROI from CSR

Steve Dahllof, Global Head of Strategy and Planning for Ogilvy PR, will draw on international experience to share best practices in making social responsibility actions achieve meaningful and measurable results. He will also reveal insights into consumer perceptions of corporate behavior arising out of new, proprietary research. 

Global Branding

Communication in relation to the tsunami crisis: Challenges of a natural catastrophe in conflict areas

Vincent Lusser, Media relations officer for Asia and the Pacific, International Committee of the Red Cross

(Planning, Analysis & Change)

The devastating earthquake and tsunami of December 2004 left more than 176,000 people dead, some 50,000 missing and millions more displaced or homeless. It was followed by an unprecedented mobilisation by the public worldwide and by local and international humanitarian organisations who rushed aid to the devasted areas.

The International Committee of the Red Cross (ICRC), which was already active in these areas because of the conflicts, was among the very first to provide aid.  The ICRC was therefore also well placed to identify early on the communication challenges in a crisis that brought together issues related to the natural catastrophe, but equally to the conflict and to cultural sensitivities.

In this session, we will discuss how Red Cross communication extends beyond media relations to a wide group of stakeholders, and how tsunami issues evolved and are dealt with. A special emphasis will be put on the local communication challenges and the link to more global issues in this crisis.

Best Practices in Online Corporate Newsrooms
Alfonso González Herrero, IBM España
( Global and Intra-European Communication )

Session description to come

SN Brussels Airlines: The difference

As the former Executive Chairman of SN Brussels Airlines,  Rob Kuijpers was in charge of the rebuilding and developing a full-service airline based in Belgium. The SN's shareholders entrusted the young pensioner CEO of DHL Worldwide Express to develop a solid and profitable airline player reconnecting the capital of Europe and recreating employment.

Rob Kuijpers will set forth how he managed to create the right environment to allow his staff and management team to reach the investors' objectives during the most critical period ever experienced by the airline industry.

In a sector dominated by traditionalism and old-fashioned business strategies, SN seduced the most sceptic observers by demonstrating the efficiency of a concept based on “never been done before” initiatives.

Several points of differentiation characterise SN's unique strategy: a point-to-point offer combined with an African niche market, a rigorous cost control philosophy elevated to the rank of credo throughout the company, a refocusing on the core business activities, a financially safe network development supported by solid partnerships, a passion to pay attention to the clients' expectations and a non-complaisant attitude.